And welcome to The Institute for Athlete Branding and Marketing, where we champion athletes in the business of sport by advancing the knowledge and practice of branding and marketing for the modern-day athlete.
We are a trailblazing organization that combines the science of marketing and the art of branding to build highly innovative, totally scalable and massively profitable athlete brands – so players can maximize their earnings, influence and impact before, during and after their professional playing career.
As the only organization dedicated to the combination of creative counsel, advisory, training, research, advocacy and education for athlete brands, we're pioneering the way athletes monetize their personal brand (and the brands with which they're affiliated), strengthen fan loyalty, and build an ever-growing fanbase, while minimizing the investments of time and money.
To champion athletes in the business of sport
We think big, accomplish more with less, value calculated risk-taking, prioritize long-term value over short-term results, listen attentively, speak candidly, and benchmark ourselves against the best.
imagination, individuality, inclusivity, impact
We measure success against the possible, not the probable. As we do new things, we accept that we may be misunderstood for long periods of time. We embrace change, and always ask: "How?" Not "if."
Josh Hoffman 🏀
Born: Jan 23 in Los Angeles
College: San Diego State University (Journalism)
Position: Chief Strategy Officer
Experience: digital marketing and personal branding strategist, consultant and advisor
Favorite Sport: Basketball
Favorite Athlete: Kobe Bryant
Victor Cruz ⚾️
Born: Nov 8 in Massachusetts
College: University of Massachusetts at Amherst (Sport Management)
Position: Founding Partner
Experience: Boston Red Sox, Boras Corporation, MVP Sports Group
Favorite Sport: Baseball
Favorite Athlete: Michael Jordan
Globetrotting game strong.
the city of angels
the white city